LUISS

ASSESSMENT METHOD AND REFERENCE READING MATERIAL

ATTENDANT STUDENTS

Working group projects (Reputation Institute AdLab) and final written exam.

Assessment:

50% Reputation Institute AdLab (report1+report2+report3).
50% written exam.

Final written exam will consist of 4 open questions and it will focus on:

Arvidsson A., Caliandro, A., (2016) “Brand public”. Journal of consumer research, 42(5): 727–748;

Etter M., Ravasi D., Colleoni E. (2017) “Social media and the formation of organizational reputation”. Academy of Management Review;

Jenkins, H., “If It Doesn’t Spread, It’s Dead”. From part 1 to part 8 http://henryjenkins.org/blog/2009/02/if_it_doesnt_spread_its_dead_p.html;

Keller K.L., Bathra R., (2016) “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas”. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145;

Kozinets R, de Valck K., C.Wojnick A & J.S.Wilner S., (2010) “Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities”, Journal of Marketing, 71: 71-89;

STUDENTS ARE REQUESTED TO STUDY TEACHING MATERIALS THAT WILL BE AVAILABLE ON THE LEARN.LUISS COURSE PAGE.

 

NON ATTENDANT STUDENTS

Non attendant students will be evaluated just on the base of the result of their final written exam. Final exam will consist of 4 open questions, it will count the 100% of the final grade and it will focus on:

Pelsmacker P. De; Geuens M., Van den Bergh J. (2017) Marketing Communications: A European Perspective, Prentice Hall; 6th Edition (chap. 1; 4).

Belk R., Fischer E., Kozinets, R. V. (2013) Qualitative consumer and marketing research. London: Sage (chap. 5; 7).

Arvidsson A., Caliandro, A., (2016) “Brand public”. Journal of consumer research, 42(5): 727–748;

Etter M., Ravasi D., Colleoni E. (2017) “Social media and the formation of organizational reputation”. Academy of Management Review;

Jenkins, H., “If It Doesn’t Spread, It’s Dead”. From part 1 to part 8 http://henryjenkins.org/blog/2009/02/if_it_doesnt_spread_its_dead_p.html;

Keller K.L., Bathra R., (2016) “Integrating Marketing Communications: New Findings, New Lessons, and New Ideas”. Journal of Marketing: AMA/MSI Special Issue Vol. 80: 122–145;

Kozinets R, de Valck K., C.Wojnick A & J.S.Wilner S., (2010) “Networked Narratives: UnderstandingWord-of-Mouth Marketing in Online Communities”, Journal of Marketing, 71: 71-89;

Fombrun C. J., Ponzi L. J., Newberry W. (2015). Stakeholder Tracking and Analysis: The RepTrak® System for Measuring Corporate Reputation. Corporate Reputation Review, 18(1 ): 3–2;

Zhu L. et al. (2017). Social media and culture in crisis communication: McDonald’s and KFC crises management in China. Public Relations Review, 43 (2017) 487–492.

 

STUDENTS ARE REQUESTED TO STUDY TEACHING MATERIALS THAT WILL BE AVAILABLE ON THE LEARN.LUISS COURSE PAGE.

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